Background: The world is currently experiencing an economic and socio-political crisis causing the global environment to be characterized by increased uncertainty and risk (Carter et al., 2021). After severe years of the COVID-19 pandemic havoc, the world has been presented with yet another setback of the Russian invasion of Ukraine (Assaf et al., 2023) resulting in significant inflation, increasing energy prices, and serious impact causing financial struggles for individuals. Together with an increasing awareness of environmental deterioration and environmentally conscious demanding sustainable products, consumer behaviors are being shaped (Du et al., 2014). Despite the increase in environmental consciousness among the public, a gap exists between an individual’s sustainable consumption intention and behavior becoming particularly apparent during times of uncertainty. To explore how individual sustainable consumption intentions/attitudes and behavior are affected by the current economic and socio-political uncertainty this study seeks to build upon previous research analyzing determining factors to better understand and strengthen sustainable consumption behaviors. Purpose: The purpose of this study is to identify how perceived risk and uncertainty due to economic and socio-political uncertainty affects individuals’ ability to act on the intended consumption behavior, to generate a better understanding of how sustainable consumption behavior can be supported during times of uncertainty. Method: This study is conducted using a qualitative research strategy through an inductive approach following a more positivistic epistemological stance and an internal realism from the ontological viewpoint, where ten semi-structured interviews have been collected. Conclusion: After generating data from our interviews and analyzing the results in connection to relevant studies and theories, different factors have become apparent to affect respondents during uncertainty. The results have shown that among the most determinant factors affecting consumption behavior during times of increasing uncertainty are price, quality, longevity, social norms, time, and energy. The study has thereby also identified factors with a tendency to encourage sustainable consumption behavior during times of uncertainty such as environmental concern and strong personal values and attitudes as well as behavioral motivation originating from altruistic values can enhance individual ability to act on one's intention even during times of uncertainty. These findings identify the need for and the importance of increasing the environmental knowledge and risk perception of how the environment is affected by production and consumption as well as developing personal norms and moral obligations by ascribing an individual responsibility for preventing environmental degradation with the belief that the sustainable consumption actions performed will generate the desired outcomes.

No one is perfect, and that includes the brands that we use. Therefore, there will inevitably come a time in a brand’s existence where a transgression occurs that will harm their relationships with its customers. The decision to forgive a brand after a transgression is a complex and individual process that evolves over time. With the rise of social media, the ease with which negative word-of-mouth can be spread is an increasing challenge for brands to manage. However, social media usage tends to differ between people from different generational belongings, or cohorts. As a testament to the fact that you are shaped by the time you grow up in, this paper analyzes how brand forgiveness differs between consumers from the generational cohorts of Generation X and Generation Z. Furthermore, it was investigated whether brand image is a decisive factor that affects the consumer’s willingness to forgive. This study suggests that a certain brand image implies increased expectations toward the brand, which affects the forgiveness process. The willingness to forgive does, however, differ depending on the generational cohort. In contrast to consumers from Generation Z, Generation X are more inclined to forgive a brand after a transgression.

Studien behandlar fenomenet av datainsamling i försäljningsfrämjande syfte och dess upplevda effekt på personlig integritet för konsumenter. Digital marknadsföringsteknik är en central del av dagens marknader och involverar diverse IT-lösningar för att optimera marknadsföringskampanjer och försäljningsprocesser men även i produktutveckling. Denna undersökning syftar till att studera kundupplevelsen i relation till behandlingen av personlig integritet i e-handelsföretag inom klädbranschen som bedriver datainsamling i vinstsyfte. Problemet som ligger till grund för undersökningen är bristfällig kunskap om datainsamling på individnivå, vilket resulterar i att företag kan använda informationen i kommersiellt syfte för att optimera försäljningsprocessen utan kundens vetskap. Godkännande av integritetspolicy och användarvillkor utan förståelse för innebörden kan resultera i att kunders personliga uppgifter blir en handelsvara och kan upplevas vara integritetskränkande. Frågeställningen lyder därav “Hur upplever höginkomsttagare i Stockholms län, åldrarna 25-34, att deras personliga data behandlas av e-handelsföretag i klädbranschen som samlar in personliga data i kommersiella syften?”. Studien baseras på en social kartläggning som undersökningsstrategi, vilket förutsätter omfattande och detaljerad skildring för verkligheten för att kartlägga i det sociala samhället. Forskningsmetoden, som inkluderar semistrukturerade intervjuer med höginkomsttagare i Stockholms län i åldern 25-34 år, syftar till att söka beteende- och konsumtionsmönster inom den målgrupp som konsumerar mest online i Sverige. Detta för att belysa samband och olikheter över inställningen till behandling av personlig integritet och därmed alstra en djupare förståelse av mänskligt beteende, med hjälp av en tematisk analysmetod. Baserat på tidigare forskning visar integritetsparadoxen att konsumenter tillåter företag att samla in personuppgifter i utbyte mot att den insamlade datan genererar relevanta fördelar med avseende på skräddarsydda annonser. Black Box Society är ett fenomen som inbegriper användningen av algoritmer för att kunna påverka användare i föredragen riktning utan deras vetskap. Resultaten av denna studie belyser viss tilltro gentemot e-handelsföretag, men även oro vid försäljning av tredjepartsdata. Sammantaget är konsumenter medvetna om att datainsamling sker i samband med personlig marknadsföring, men visar mindre förståelse för exakt vilken data som samlas in och insamlingen sker. Denna begränsade förståelse beror förmodligen på att integritets- och användarvillkor upplevs som svårförståeliga vilket hindrar medvetenheten om omfattningen av datainsamling. Dessutom anmärks skillnader i attityder till behandling av personuppgifter då vissa av intervjuobjekten i målgruppen visar en positiv attityd till personliga erbjudanden och vissa menar på att det varken är nödvändigt eller önskvärt, men tolererat. / The study addresses the phenomenon of data collection for sales promotion purposes and its perceived impact on personal privacy for consumers. Digital marketing technology is a central aspect of today's markets and involves various IT-solutions to optimize marketing campaigns, sales processes, and product development. This research aims to examine the customer experience regarding the treatment of personal privacy in e-commerce companies within the clothing industry that engage in data collection with profit purposes. The problem underlying the investigation is the lack of knowledge about individual-level data collection, which allows companies to use the information for commercial purposes to optimize the sales process without the customer's awareness. Approval of privacy policies and terms of use without understanding their implications can result in customers' personal information becoming a commodity and perceived as an invasion of privacy. Therefore, the research question is: "How do high-income individuals, aged 25-34, in Stockholm county perceive the treatment of their personal privacy by e-commerce companies in the clothing industry that collect personal data for commercial purposes?". This study is based on a social survey that presumes an extensive and detailed description of reality in order to map the social community. The research method involves semi-structured interviews with high-income individuals aged 25-34 in Stockholm county to explore their behavioral and consumption patterns. This specific target group represents the highest online consumers in Sweden, aiming to shed light on connections and variations in attitudes towards the treatment of personal privacy and thereby generate a deeper understanding of human behavior, using thematic analysis. Based on earlier research, the integrity paradox shows that consumers allow businesses to collect personal data in exchange for the collected data to generate relevant benefits with regards to personalized ads. Black Box Society is another phenomenon that involves the use of algorithms in order to affect users in a desired direction without their knowledge. The results of this study indicate a certain level of trust towards e-commerce companies, but also concerns regarding the sale of third-party data. Overall, consumers are aware that data collection occurs in the context of personalized marketing but show limited understanding of the exact data collected and the methods of collection. This limited understanding is likely due to the perceived complexity of privacy policies and terms of use, hindering awareness of the extent of data collection. Additionally, differences in attitudes towards the treatment of personal information are observed, as some interviewees in the target group display a positive attitude towards personalized offers, while others consider it unnecessary and undesirable, yet tolerated.

Social media sites and platforms have been on the rise for the last decade. Especially sincethe start of the still on-going Covid-19 pandemic it reached an all time high. Over half of theworld’s population is using social media. Everyone knows Facebook, Instagram, YouTube,TikTok, Snapchat, and many more. This fact has not gone unnoticed by companies as theyincreasingly integrate social media into their portfolio. Social media advertising is nowadayseverywhere. There is not a single site without any ads. Regardless the research about it is stillvery scarce. This master thesis will investigate the influence of social media advertising on consumerbehavior. More detailed it will focus on how consumers react to advertisements. For thispurpose, a quantitative survey has been conducted. The base for this survey is a developedconceptual framework based on the Elaboration Likelihood Model and the Value-Belief-Norm theory model. Further factors of the survey include different values and beliefs onwhich the analysis is depending. The main value playing a role in this study is sociallyresponsible consumption behavior. This value tackles how much consumers care about theenvironment and the human society. Simply spoken, how sustainable and how social do theybehave. Furthermore, three beliefs have been chosen in tandem with this value: Self -confidence, impulsiveness, and interpersonal/group influence. All are believed to have animpact on how consumers are perceiving advertisements they see on social media. Eachconnection between the value, the beliefs, and the reaction to advertisements will be tested.Believed connections are between the sustainability value of the consumers and the threebeliefs as well as towards the video. Further, it is believed that the beliefs will have an effecton the reaction to advertisements from consumers. My study will indicate how companies cantake advantage of advertisements to gain more followers on social media and sell moreproducts. The outcome of this study will present a clear picture of the role of sustainable andsocially responsible behavior towards ads on social media as well as the impact of beliefs.

Studien ämnar att tillgängliggöra kunskap om svenska hushålls konsumtionsbeteenden i en ekonomiskt svår tid; en tid präglad av hög inflation och höga elpriser. Kunskap och förståelse för svenska hushålls konsumtionsbeteenden är en avgörande faktor för att Sverige ska nå uppställda klimatmål – genom träffsäkra policyer och utveckling av klimatsmarta verktyg.   Genom en litteraturstudie, enkätundersökning samt semi-strukturerade intervjuer har detta utretts och av detta framgår att majoriteten av svenska hushåll har minskat sin elkonsumtion utan att uppfatta att denna förändring har en stor påverkan på livskvalitet. Det framgår även att 59% hushåll som minskat sin elkonsumtion inte uppskattar att deras elkonsumtion kommer att återgå till högre nivåer i det fall då priserna sjunker. Det kartläggs även att det bland svenska hushåll råder en hög kunskapsnivå som är en avgörande faktor för att medvetenheten även ska mynna ut i träffsäkra energieffektiviserings- och besparingsåtgärder. / This study aims to increase knowledge about the electricity consumption patterns observed in Swedish households during economically challenging times, characterised by inflation and high electricity prices. Knowledge and understanding of Swedish households' consumption patterns is a crucial factor in increasing Sweden’s ability to reach set climate goals – through accurate policies and through development of climate-smart tools.  Through a literature study, a survey, and semi-structured interviews, this has been investigated and it appears that a majority of Swedish households have reduced their electricity consumption without perceiving their applied changes as having a major impact on their quality of life. It is also observed that 59% of the households that have reduced their electricity consumption do not estimate that their electricity consumption will return to higher levels in the event that electricity prices were to decrease. This study also shows that there is a high level of knowledge among Swedish households, which is a decisive factor for the awareness to also result in accurate energy efficiency and saving measures.

Il existe aujourd’hui un intérêt managérial et académique à analyser les comportements de consommation des jeunes marocains de 8 à 24 ans spectateurs de football et pratiquants de jeux vidéo de football. D’une part, un intérêt managérial car ces jeunes marocains constituent un débouché majeur et une source de recettes pour le secteur du football au Maroc. D’autre part, un intérêt académique car peu de travaux existent dans la littérature marketing internationale et marocaine portant sur les comportements de cette population. Le concept d’identité, dont l’application est particulièrement pertinente à cette catégorie d’adolescents, nous semble central pour enrichir la compréhension de ces comportements. Dans cette perspective, notre travail doctoral vise à montrer l’importance de la prise en compte de la double identité jeune et marocaine en relation avec d’autres variables plus classiques (environnementales, sociodémographiques et expérientielles), lorsqu’il s'agit de consommations passionnées et (ou) partisanes des spectacles de football et des jeux vidéo de football. À partir d’une approche exploratoire qualitative et quantitative, notre recherche permet de mettre en évidence des profils de jeunes marocains spectateurs et joueurs, et d'étudier la relation entre leur consommation des spectacles de football et de jeux vidéo de football. De plus, cette étude met en avant l’émergence d’une nouvelle consommation féminine et connectée des spectacles de football. Au final, nos résultas peuvent permettre aux gestionnaires d’adapter leurs politiques de distribution et de communication des jeux vidéo et des spectacles de football à ces segments. / Nowadays, there is a managerial and academic interest in analyzing the consumption behavior of moroccan football spectators and football video game players aged between 8 and 24. A managerial interest because the young Moroccans constitute a major market and a source of revenue for the football sector in Morocco and an academic interest considering the lack of research in the international and Moroccan marketing literature concerning these types of behaviors. The concept of identity is particularly important to explain the behavior of this category of adolescents. In this perspective, our doctoral work aims to show the importance of the young and Moroccan identity in relation to other more traditional variables (environmental, socio-demographic and experiential), when it is related to passionate and (or) partisan consumption of football shows and football video games. Through a qualitative and quantitative exploratory approach, our research essentially highlights profiles of young moroccan spectators and players, and analyzes the relationship between the consumption of football shows and football video games. In addition, this study highlights the emergence of a female and connected football consumption shows among young Moroccans between 8 to 24. Finally, our results can help managers to adapt their distribution and communication strategies of football video games and football shows to these segments.

近年來，國內房價飆漲，自民國93年以來國內房價所得比自民國93年第1季為4.7倍成長至民國103年第1季為7.51倍，尤其台北市自民國93年第1季為6.14倍成長至民國103年第1季為14.6倍最為嚴重，住宅負擔能力成為社會大眾所關注之議題。本文探討住宅負擔能力與購屋自備款資金來源種類互動關係，以及房價或租金負擔與消費行為間關聯性。 對於購屋自備款資金來源與負擔能力，由二元羅吉斯特迴歸模型分析不同購屋自備款資金來源選擇與負擔能力之關係，再採複迴歸模型分析購屋自備款資金來源對購屋負擔能力造成之影響。透過二元羅吉斯特迴歸模型分析，在購屋自備款資金來源無須或須償還選擇中，以不同購屋者選擇之有顯著影響因子分別為購屋區位、家戶月所得、貸款負擔率。複迴歸模型分析影響貸款負擔率，顯著影響因子分別為購屋區位、購屋面積、家戶月所得、購屋決策者年齡、購屋自備款資金來源。 另外，房價或租金負擔與消費行為關聯性分析，本文將消費行為分為居住及生活行為，以複迴歸模型分析影響因子，再以次數分配分析減少生活支出項目及影響程度，發現因購屋或租屋支出，而減少生活支出項目，相同支出為基本日常開支、休閒娛樂(如旅遊)等2項；不同支出項目，購屋者為減少投資理財及儲蓄，租屋者以購物及奢侈品支出減少，兩者消費行為不同，購屋者較重視投資理財及儲蓄；然由影響程度大小觀察，得知租屋者影響程度較大，其經濟能力通常較差。 / In recent few years, the housing price grows rapidly. Since 2004, the growth of housing price was 470% in the first quarter of 2004 and 751% in the first quarter of 2014. In Taipei city, the growth of housing price was 614% in the first quarter of 2004, and it was the worst with growth rate of 1460% in the first quarter of 2014. Therefore, the ability of mortgage loan is the top focusing topic around the country. In our study we discusses the association of the ability of mortgage loan and the source of down payment; the association between housing price versus buying consumption behavior and rental fee versus buying consumption behavior. In our study, we discuss three topics. First, the association of the ability of mortgage loan and the source of down payment is analyzed by using logistic regression. In the logistic regression, the response variable is the down payment with or without second mortgage. The significant variables for impacting the sources of down payment are the location of house, the monthly income of household, the percentage of mortgage loan to household income. Second, the impact of mortgage loan is analyzed by multivariate regression. In multivariate regression for the impacting of mortgage loan, the significant variables are the location of house, the size of house, the monthly income of household, the age of housing buyer, and the source of down payment. Third, housing price or rent burdens associated with consumption behavior analysis，This article will be divided into residential consumption behavior and lifestyle behaviors. The analyzing methods are multiple regression and frequency distribution analysis. The most important finding is that people with mortgage loan or rental fee have lower down their living expense. The same expenditures for these two groups (homeowner and renter) are grocery expenditures and entertainment expenditures. The difference expenditures are the reduction of investment and savings for homeowners; the reduction of shopping expenditures and purchasing luxury products for renter. The buying powers are different between homeowners and renters. The homeowners are more focus on the investments and savings. However, the buying power has more impact for renters, who have poor economic status.

Title: How does the buying decision process really function within e-commerce? - A qualitative study of consumer behavior when they consume on Internet. Institution: School of Economics, Linnaeus University, Växjö. Course code: 2FE16E. <img src="file:///page3image2784" />Authors: Sara Hjärne, Mathilda Perem, Ewelina Wallin. Tutor: Dan Halvarsson. Examiner: Åsa Devine. Key words: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Background: Buying decision process is a model that marketers use to get a better understanding of their customers and their behavior when purchasing a product. This process consists of five different steps; need recognition, information search, evaluation of alternatives, purchase decision and evaluation. Buying decision process has for a long time been an accepted model but scientists argue that the introduction of Internet as a channel for consumption has changed this process. The Internet has also led to a change of power in which customers today have greater influence, which greatly affects the buying decision process in e-commerce Purpose: The purpose is to explore how consumers perceive their behavior when they consume through e-commerce. Research questions:How do consumers perceive the buying decision process they experience when they consume through e-commerce?How do consumers perceive different factors that are important to them when they consume through e-commerce? Methodology: Qualitative study, cross-sectional design, semi-structured interviews. Conclusion: This thesis shows that the traditional model of the buying decision process is not consistent with consumers' perception of how they are undergoing the process when applied to an e-commerce context. This process is influenced by different factors, which is influence, convenience, webpage's atmosphere, risk, price, supply, consumption occasions, expectations, delivery and return. / Titel: Hur fungerar egentligen köpbeslutsprocessen inom e-handel?- En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet. Institution: Ekonomihögskolan, Linnéuniversitetet, Växjö. Kurskod: 2FE16E. Författare: Sara Hjärne, Mathilda Perem, Ewelina Wallin.<img src="file:///page5image4008" /> Handledare: Dan Halvarsson. Examinator: Åsa Devine. Nyckelord: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Bakgrund: Köpbeslutsprocessen är en modell som marknadsförare använder för att få en bättre förståelse för sina kunder och deras beteende vid köp av en produkt. Denna process består av fem olika steg; behov, informationssökning, värdering av alternativ, köpbeslut och utvärdering. Köpbeslutsprocessen har länge varit en accepterad modell men forskare menar att introduktionen av Internet som en kanal för konsumtion har även förändrat denna process. Internet har även lett till ett maktskifte där kunderna idag har större inflytande, vilket i hög grad påverkar köpbeslutsprocessen inom e-handel Syfte: Syftet är att utforska hur konsumenterna uppfattar sitt beteende när de konsumerar genom e-handel. Forskningsfrågor: Hur uppfattar konsumenter den köpbeslutsprocess de går igenom när de konsumerar genom e-handel?Hur uppfattar konsumenterna olika faktorer som är betydelsefulla för dem när de konsumerar genom e-handel? Metod: Kvalitativ studie, Tvärsnittsdesign, Semi-strukturerade intervjuer. Slutsats: Studien visar att den traditionella modellen för köpbeslutsprocessen inte stämmer överens med konsumenternas uppfattning om hur de genomgår processen i en e-handel kontext. Denna process påverkas av faktorerna inflytande, bekvämlighet, webbsidans atmosfär, risk, pris, utbud, konsumtionstillfällen, förväntningar, leverans och retur.

Enjeu important pour le marketing des seniors, le concept de bien vieillir demeure peu investigué par la recherche en marketing. Nous introduisons un nouveau concept, le Bien Vieillir Désiré (BVD), qui fait référence aux objectifs psychologiques, physiques, sociaux et financiers, poursuivis dans la quête du bien vieillir. Nous en proposons un modèle de mesure bifactoriel, fiable et valide, en quatre dimensions : le BVD général, le BVD physique, le BVD social et le BVD financier. Son influence est testée sur huit comportements de consommation relatifs aux secteurs suivants : alimentation, e-santé, chirurgie esthétique, loisirs, placements financiers, réseaux sociaux et sites de rencontres. L’échelle de mesure et un modèle global antécédents-manifestations-effets sont validés à partir d’un échantillon de 900 seniors âgés de 50 à 80 ans. Les résultats suggèrent le développement d’une nouvelle approche marketing des seniors : le marketing du bien vieillir. Son investigation et sa mise en œuvre sont ancrées dans quatre concepts clés : le BVD, le vieillissement perçu, les attentes d’ajustement au vieillissement et la consommation du bien vieillir. / Aging well is now a key stake for senior marketing, yet this concept remains little investigated by consumer research. A new concept is introduced in marketing research: Desired Aging Well (DAW), which refers to the psychological, physical, social and financial objectives, pursued in the quest for aging well. This research provides a reliable and valid bifactor measurement model for Desired Aging Well, in four dimensions: general DAW, physical DAW, social DAW and financial DAW. Its influence is tested on eight consumer behaviors related to the following sectors: food, e-health, plastic surgery, leisure, financial investments, social networks and dating sites. The Desired Aging Well scale and the overall antecedents-manifestations-effects model are validated on a sample of 900 French senior people aged from 50 to 80. The results suggest the development of a new marketing approach for seniors: aging well marketing. Its investigation and implementation are rooted in four key concepts: Desired Aging Well, perceived aging, adjustment to aging expectations and aging well consumption.